Improve Your Business Results Using the Social Web

Isra Garcia
Isra Garcia Digital transformation advisor and new media analyst, IG

Posted on January 24th 2014

Improve Your Business Results Using the Social Web

social webWhat goes on out there when we use the social web to communicate about our product, improve our organisation’s marketing or connect with our potential target? After a year spent observing, analysing and measuring actions and cross-referencing behaviours, this is the pattern that I’ve seen repeated the most by brands, companies and even people and professionals.

Current strategy

  • Four tweets regarding business purposes.
  • Two or three updates of the company’s Facebook page; photos and videos mainly.
  • Spending about $400-600 per month on Facebook Ads campaigns to increase the official page’s fan base.
  • A couple of images in Instagram and Pinterest.
  • One or two links shared on LinkedIn and perhaps another in the group that is closest to our industry and has the most members.
  • Perhaps posting a news item on Google+, for SEO purposes.
  • Very occasionally, carrying out a promotional video about our company or about what we do, basing it on a current reference that we liked.
  • If we’re lucky, our SME, business or personal brand has a blog. Perhaps we might publish something once a week or every two weeks; more often than not, on a monthly basis. Then we massively (sometimes, intrusively) promote our post (and blog).
  • Sending a commercial newsletter to every contact that has ever given us a visiting card, whoever we exchange emails with, whoever subscribes to our blog or whoever’s in our database through subscriptions.

I’ve also seen lots being said about content marketing and strategy. Although there are some large brands using content marketing (very well in some cases), there are still many smaller companies and organisations, personal brands and self-employed workers out there. I’ve read about 40 posts that talk about content marketing as the trend for 2014. Wasn’t it the trend for 2013? Of course, content marketing is very different from filtering and publishing links that are coherent and that build towards a common goal. This is what I’m talking about.

So, it’s hard to measure change. However, I know that when you’ve done the work that matters, your social media efforts will decrease and be more focused. The more people turning their heads to take a look at you, the more things you should be creating.

The deal here isn’t the content but, rather, the results you get. Create processes that help you achieve your goals. The following ideas may help you improve your results using the social web.

What else can be done?

  • Instead of (aimlessly) publishing on Twitter, try to link with your potential audience more and pay greater attention to your customers. Look for conversations, analyse and measure them and then take action in them.
  • Set up your fan page as a place to get test samples, special offers, peripheral services that are only carried out on this platform (for instance: a form for free samples). Publish blurbs from your customers or show different ways your product can be implemented.
  • Focus your Facebook Ads budget on achieving leads to your end point of sale on your website or online store.
  • Carry out visual contests through Instagram with attractive incentives. Use Pinterest as a catalogue for your products, experiences or featured services. In the case of products, include the price so they can appear in lists of “gifts”.
  • Try to connect through LinkedIn with the contacts that can strengthen your organisation. A sales agent in the UK, a legal adviser in Colombia, etc.
  • Create a community in Google+ with the people who have things in common with what you do and share with them. Use your Google+ page to tell funny, surprising and attractive stories that resonate with your industry.
  • Create a video every month or two explaining the craft involved in the work your organisation carries out (for instance, how you prepare your rye bread or how you prepare fruit milkshakes)
  • Publish the most important thing you’ve worked on at least once a week, explaining what you’ve learnt from it and whatever may serve as a recommendation for your potential target.
  • Work on content marketing based on your strategy, defining the actions you carry out and, most of all, measuring what happens with each piece of content. It should help you.

Was this useful? Did it help your ideas? How do you use your social web to get results?

Photo credit: ntr23

Isra Garcia

Isra Garcia

Digital transformation advisor and new media analyst, IG

Marketer, digital transformation and new media advisor, speaker, blogger, educator and an agent of change.

Social Media Today's Best thinker member. Isra is the creator and author of the paradigm that has revolutionised the social media: Human Media and also founder of Stand OUT Program, Engage Worldwide and Principal at IG.

His blog on Social Media, Marketing, disruption, lifestyle, new perspectives, productivity and change is visited by more than 110,000 people every month. Only 31, Isra has taken part as a TEDx speaker on three occasions and has participated in more than 290 industry events as speaker. At 27, he started his own agency, and has worked as consultant and analyst on new forms of online communication and marketing for other agencies and brands such as EMI Music (Spain – Portugal), BlackBerry (UK – Ireland), MTV (UK), Pioneer (UK) and blur Group (UK – USA), Amnesia Ibiza (Spain) and Music On (Spain – Italy). He has been the promoter of MONK (UK – Italy – Sao Paulo), the first Human Media Marketing agency, where he worked as Human Media Evangelist and Advisor, and is now involved as head of digital media at Bridges for Music (South Africa – India – Brazil), an international NGO that fosters and encourages change and talent. Isra has also been in charge of Marco Carola’s personal brand as one of the most influential artists in the electronic music scene worldwide. He actually advises Ushuaia Beach Hotel, named as number one most technological-adavanced hotel in the world.

His fast-moving career has always been related to Web 2.0.  Isra´s early work as a consultant, in charge of teams and Social Media strategies for Social Media & Community. These are just a few of the highlights of his career. Undoubtedly, Isra adds a visionary and human-technological way to understand this new environment that the Internet has provoked.

Leaving aside companies, roles and projects, Isra has always been characterized by a thrilling passion for the human side of communication.

Isra writes for international publications such as Social Media Today, SmartBrief and contributed with FastCompany and is a guest lecturer at EOI, Fundesem Business School, Nottingham Business School, University of Leeds and University of Manchester. He is co-founder and organiser of Adictos Social Media and "Internet Changes Everything."

Isra is a 31-year-old visionary and pioneer who has revolutionized the New Media environment with his concept of Human Media based on human business interactions through the Social Web . Isra pioneered how the the new use of online media leverages the Social Web through human relationships, Human Business Interactions, connectivity, feelings, resonance and of course people. Specialized studies in Spain, UK and USA represent the base for his international career. Isra was recently on TEDx where he introduced his vision about Human Media and its impact on brands, businesses, people and the Web.

In only two and-a-half years, Isra has completed two Ironman races and, since last september, he is one of the only 89 athletes in the world that has completed the three-day ultra endurance event, "Ultraman" (10k swim + 420k bike + 84,3k run). He always pushes the intellectual and physical work far beyond his limits.

You can find Isra at TEDx events, presenting his perspective on Human Media, the future of social media, change, revolution, Ultraman and disruption. Also, in his Spanish blog http://isragarcia.es and international site http://isragarcia.com.

“Writing about oneself is infinitely more difficult than writing about anyone else. You’ll find that the story you thought you were telling people isn’t the story that people perceived.” Isra García.

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